Great Legal Marketing

Perfect Preparation - Have You Got It?

I got a phone call today from BT.

(BT) Would you like to save £75 off my line rental?

(Me)Yes Please.

(BT) All you have to do is get a BT credit card and spend money and then you get money off your line rental.

(Me) How much do I have to spend to get £75 off?

(BT) I don't know, I'm just here to ask you some questions.

(Me) Same here. And if you don't know the answers to my questions then you are not going to get my business.

This is the shortened version. I quizzed the guy about his preparation. He had no information that was relevant. He was given no leeway. He had to stick to the script.

What has this got to do with legal marketing?

Let me ask you. Do you have a systematic way of answering questions and objections you get on the phone or face to face? Do you know how to raise objections and answer them to control the conversation when you are selling?

Do you have a piece of paper that you fill in when you make a call or receive a call so that you can analyse each time where you went wrong and what you did right?

Or do you just leave it to random and hope that you say the right things in the right tone of voice in the right sequence?

One of the main reasons for doing things systematically, recording results either negative or positive is so that you can share best practice. If you don't share results, ideas and experiences throughout your firm you are operating at less than 50% of your operational capability. Do whatever it takes to ensure you share.

You can start easily. Get a notice board up in a prominent place. Put your idea of the week up - something that has worked for you. And put your idea of the week up next week too. Keep on going. Pretty soon you will find other ideas going up on the board. When it's full, photocopy them and put them together as a manual of ideas that have worked for your firm.

Presto. Your marketing manual has begun to take shape.